100% Home Delivery/Takeaway in Italy

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Executive Summary

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TRENDS

Online ordering continued to increase in 2016, although its presence in Italy is linked to two major hurdles: on the one hand, consumers’ mental shift from phone orders to online ordering, and on the other the availability of third-party delivery services outside of tier-one locations, as well as the presence of operators applying to be showcased on these sites. Although the average customers for 100% home delivery/takeaway are quickly getting acquainted with online ordering processes, they feel less comfortable with mobile payment.

COMPETITIVE LANDSCAPE

La Piadineria led 100% home delivery/takeaway with 129 outlets in 2016, followed by La Caveja Piadinerie with 68 outlets and Pizza New with 30. Although one might think that pizza operators represent the majority of operators in 100% home delivery/takeaway, the large presence of independents discouraged franchised brands from investing in the product, preferring instead to focus their offer on other products, such as piadina, which are equally famous but not as readily available in the foodservice channel.

PROSPECTS

In the forecast period, 100% home delivery/takeaway operators are expected to increase their performance in terms of value sales, with a CAGR of 1% at constant 2016 prices in the forecast period to 2021. The number of both chained and independent outlets is expected to continue to see growth. Online ordering will continue to play a major role, given its immediacy. However, it will take longer for Italian consumers to move away from cash-on-delivery to adopt non-cash payment methods. Independents will have to find a way to manage larger numbers of orders, all arriving at the same time in peak hours.

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